Q&A with Ismail Salhi and Johanna Hartzheim, Co-Founders of Wildgrain

Ismail Salhi, CEO and Co-Founder, and Johanna Hartzheim, Head of Product and Co-Founder, created Wildgrain out of a shared passion for making high-quality, artisanal bread more accessible to everyone across the U.S. Engineer, entrepreneur, and father, Ismail balances his roles as a business leader and technologist. After graduating from a prestigious Industrial Design school in Paris, Johanna joined forces with Ismail on a music industry project, leading to the creation of their first company, backed by Bose. The professional partnership blossomed into a personal one, and soon they moved to Boston. Expecting their first child and missing the quality bread and pastries from Paris, Johanna delved into Sourdough and French baking. Her culinary passion combined with Ismail’s interest in combining tech and tradition to promote artisanal baking techniques in an industry that often overlooks the importance of quality and craftsmanship, sparked the creation of Wildgrain, where she initially crafted all the breads and pastries by hand. Today, Wildgrain has grown into a thriving network of bakeries and pasta makers that has delivered over 8 million baked goods nationwide.

Tell us a little bit about your background and what led you to founding Wildgrain?

Our journey to Wildgrain started with a pivot from a previous venture in the tech and consumer hardware space when we were reassessing where we could make a meaningful impact. Our inspiration came from our own experiences— specifically, the loss of the amazing bread and pastries we were used to in Europe after moving to the U.S. We really missed the quality of the sourdoughs and other European breads. A trip to Germany reignited that passion when Johanna tasted sourdough at a friend’s house and thought, “this is the best bread I’ve ever had.” That led to an obsession with baking, and it wasn’t long before we decided to bring European-quality bread to American homes. Wildgrain was born out of that mission—to reimagine how people could enjoy artisanal baked goods at home. – Ismail

What is Wildgrain and why is it such a revolutionary product in the baked goods category? 

Wildgrain isn’t just a subscription box—it’s an entirely new way to experience artisanal bread, pasta, cookies, and pastries. What makes us revolutionary is that we’re bringing European-quality, frozen baked goods directly to your door.This means no preservatives or artificial flavoring, high-quality ingredients and long-fermentation. Frozen might have a bad reputation, but we’ve proven that freezing bread at its peak freshness actually preserves its artisanal quality. We work with incredible bakers across the country, ensuring that every product meets our rigorous standards for quality and taste. We’ve redefined what people think of when they hear “frozen” food—because at Wildgrain, frozen means fresh, high-quality, and delicious. – Ismail

Wildgrain recently launched gluten-free and plant-based boxes, what inspired you to launch these offerings? 

The inspiration came from our desire to make Wildgrain more inclusive and after countless requests from customers to make these options. We wanted everyone—whether they’re gluten-free, plant-based, or not—to be able to enjoy the same high-quality, artisanal products that we’re known for. The gluten-free line, in particular, was a challenge for us because we didn’t want to just make something that was “good for gluten-free”—we wanted it to be good, period. After a lot of R&D, we’re really proud of what we’ve created. These new boxes are about ensuring that no matter your dietary preferences, you can enjoy the full Wildgrain experience. – Johanna

When you’re looking at expanding Wildgrain’s product offerings, how do you decide which products or flavors to launch next? 

It’s a combination of customer feedback, internal passion, and a strong commitment to quality. We listen to what our customers want and try to identify gaps in the market where we can make a real impact. We’re also guided by our own love for food—if there’s a flavor or product that excites us, we explore it. For us, it’s crucial that every new product we launch is something we believe in and that aligns with our commitment to quality. We also carefully consider logistics—how we can maintain consistency and freshness at scale while still delivering the best possible experience. – Ismail

What’s the key difference between WIldgrain’s sourdough and other breads on the market that you might pick up at the grocery store? 

Our sourdough is different because it’s made with high-quality ingredients, hand-crafted by expert bakers, and frozen at its peak freshness. Many store-bought sourdoughs are mass-produced with additives or preservatives to increase shelf life and aren’t even true Sourdoughs (which means long fermentation time, no added yeast) but just sourdough-flavored. At Wildgrain, we only use simple, premium ingredients—no shortcuts. What really sets us apart, though, is our commitment to the sourdough fermentation process. We give our dough the time it needs to develop its flavor, which results in a rich, tangy taste that’s missing from most mass-produced options. Plus, the frozen process ensures that this incredible flavor stays intact until you’re ready to bake it at home. – Johanna

All of your products are “parbaked”. What does this mean and why did you decide to go with this option? 

“Parbaking” means that the products are partially baked before they’re frozen, allowing you to finish the baking process at home. This gives you the convenience of having freshly baked bread, pastries, and other treats in just a few minutes, without compromising on quality. The reason we chose parbaking is simple: it ensures the best of both worlds. You get the artisanal freshness and flavor of bakery-quality goods, but with the convenience of having them ready at home whenever you want. Plus, it helps preserve the integrity of the product during freezing, so you get that just-baked experience every time. And lastly, your whole house starts to smell like freshly baked croissants, cookies or bread which is just the best.  – Johanna